“li” is closely related to another Chinese term: “keqi”, In Chinese, if someone is aid to be particular bout “li”, then he or she is very “keqi”. In Chinese “ke” means “guest”, “qi” means “air” or behavior”; together the term “keqi” means “behavior of guest”, or in a generalized sense, it means “polite”, “courteous”, “modest”, “humble”, “understanding”, “considerate” and “well-manned”. Politeness, or “keqi”, is basic principle observed by the Chinese in their everyday communication.